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2026
III International Bioeconomy Forum: Special Issue

V-SEKSIYA - SIRKULYAR IQTISODIYOT VA QAYTA TIKLANUVCHI ENERGIYA MANBALARINI INTEGRATSIYALASH IMKONIYATLARINI OSHIRISH

MODA INDUSTRIYASIDA SIRKULYAR MAHSULOTLARNI BOZORDA ILGARI SURISHNING RAQAMLI MARKETING STRATEGIYALARINI ISHLAB CHIQISH

DOI 10.67668/mj/2026issmaxsus/2072 Pages 145-155

Published 2026-09-25

Authors
Axmadjanova Rayhona Jasurbek qizi
Affiliation
Tashkent State University of Economics image/svg+xml
III Bioiqtisodiyot xalqaro forumi, Buxoro, 24-25-sentabr 2026
PDF (Uzbek) Google Scholar Google Scholar

Abstract

The article examined digital marketing strategies for promoting circular fashion products, namely resale, rental, repaired, upcycled and recycled-fibre garments. The author synthesised the theories of the circular economy, slow fashion and product-service systems and systematised consumer motives and perception barriers related to circular clothing. Official statistics were used to assess Uzbekistanʼs textile export structure, e-commerce volume and leading marketplace indicators. A matrix matching circular business models with digital tools, a digital marketing effectiveness index and an indicator of the circular revenue share were proposed. A conceptual model combining the digital product passport, storytelling content, social commerce and pricing tools was developed. Practical proposals for promoting circular collections of national fashion brands through digital channels were substantiated. Proposals were also made on the phased introduction of the digital product passport and the creation of a circular fashion category on marketplaces. The proposed indicators enable brands to regularly assess the process and outcome effectiveness of their digital strategy.

Keywords

circular fashion, digital marketing, resale, clothing rental, upcycling, digital product passport, social commerce, textile industry

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